Beekman 1802

Staying true to your ROOTS while planting new seeds.

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With over 500 product types (from artisan housewares to local delicacies), Beekman 1802 centered around an ethos more than anything else. But with a SHIFT IN FOCUS to beauty, bath and skincare, the BRAND NEEDED A REBIRTH for the highly competitive luxury skincare space.

Our task was to capture their story and personality in a succinct, authentic story across multiple disciplines — strategy, product naming, visual design, identity, packaging and collateral.

 

CULTIVATE A BEAUTIFUL LIFE

We dove in, getting to know the brand and its founders, even spending time with the goats on the farm (some of the cutest research ever). Then we built up the brand from its solid foundation: simple things done very well; treating everyone like a neighbor; a refined, but down-to-earth pastoral lifestyle.

The mission — To deliver simple, cultivated products and inspiration to all our neighbors — had to be large enough to include a wide variety of products. The promise — Moments of kindness for a simpler, more beautiful life ­— creates an emotional touchstone to guide brand decisions and inspire audiences.

 

IF IT WORKS, IF IT’S KIND, IF IT’S BEAUTIFUL, THEN IT’S BEEKMAN

To bring this story to life, we articulated extensive copy voice, messaging and naming guidelines that accentuate nature, pastoral life, hard work and neighborly kindness.

In addition to an updated logo, we created a unique “brand artifact” — a gingham swatch with a bright yellow “ray of sunshine” stripe that evokes quintessential Americana with memories of picnics and sun-kissed cheeks mingled with a modern sensibility.

The visual guidelines follow a design philosophy of modern simplicity and pastoral elegance, with a color palette inspired by hen eggs, gardens and other artifacts of life on the Beekman farm. Packaging reinforced the guidelines with softness and a milky translucence that evokes a key skincare ingredient, goat milk.

 

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